Ofcom reports on HDTV and PVR viewing habits

According to new research by Ofcom, viewers of HDTV services are watching 39 per cent more movies and sport than before their migration to HD. Nearly half (43 per cent per cent) are watching more TV than ever before, with a third upping their quota by six hours a week. Currently, subscribers to HD services from Sky and Virgin Media number nearly 450,000.
However Ofcom says in its report: “HDTV is still a new service so viewing patterns may be the subject of a novelty effect and not indication of long-term behavioural changes.”
The industry regulator has also looked into the impact of PVRs on TV viewing habits. According to BARB figures, it notes, approximately 15 per cent of all viewing in Sky+ homes in the 12 months to March 2007 was time-shifted, rising to 18.7 per cent during peak viewing times. Interestingly, nearly half of all time-shifted viewing (47 per cent) took place on the same day as the original broadcast.